“Brainrot” is what many people call the chaotic, fast-moving memes, sounds and catchphrases that spread across TikTok, Roblox and online gaming and into playgrounds. An example is the endlessly repeated chant of “six-seven”, which still echoes through houses and schools across the country – to the bewilderment (or annoyance) of many teachers and parents.
But if you’ve ever said “I’ll be back” in a mock-Arnie voice or asked “you talkin’ to me?”, you’ve already engaged in a form of brainrot. The instinct to repeat and remix lines from the culture around us is nothing new.
What has changed is the source material. For young people growing up in a digital world, quotable moments don’t come from films or TV but from TikTok edits, Roblox streams, speedrun memes, Minecraft mods (modifications) and the fast-paced humour of online gaming.
Hearing a child burst into the looping “Skibidi dop dop dop yes yes” audio from the Skibidi Toilet trend, or repeat a surreal line from a Roblox NPC (non-player character), might sound like nonsense to adults. For the younger generation these fragments slot neatly into a fast-paced, highly referential style of humour. Today’s equivalents are faster, more layered and often more chaotic, with that chaos very much part of the appeal.
Although brainrot is often used knowingly and with a touch of irony to describe these phrases, remixing and repeating fragments of media has always been part of how people connect. It creates a shared cultural code, a second language made of references, rhythms and sounds that bind groups together and turn everyday moments into opportunities for humour and social connection. In many ways, this style of communication offers lightness and playfulness in a world that can often feel slow and muted by comparison.
Changing play
Brainrot is changing how children play online. Many adults grew up with video games that were built around structure. In Pokémon, Zelda or Half-Life, you cleared goals, quests and puzzles to reach endings. Even when games were open-world, giving you nearly total freedom to choose what challenges you take on and when, there was an underlying design logic you were meant to follow.
Those experiences shaped how we thought about play, and later how we approached designing games and interactive tools in research. Structure, narrative and pacing felt fundamental.
Watching children engage with today’s digital culture, and particularly with what gets called brainrot, challenges these assumptions. Their experiences aren’t always built around long-form story arcs or carefully crafted mechanics and challenges. Instead, it’s fluid, fragmentary and relentlessly social...
